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When introducing a new vehicle targeted to the under-30 population,Toyota used several different methods of communication.First,it did research in several large cities to find out who the opinion leaders were in that age group.By visiting the local nightlife,one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks,then a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted to the under-30 age group,and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 16.1.Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

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The act of giving a new vehicle to opinion leaders to share information about it with their friends is an example of buzz marketing, which relies on word-of-mouth advertising and creating a buzz around the product. This method aims to generate excitement and interest among the target audience and relies on influential individuals to spread the word.

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